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This is a couple weeks old, so I don't know if you got this resolved... but a co-worker of mine got some nasty curb rash on his 335d and took it to BMW to replace under warranty. The claim was denied because apparently they only replace the rim if it can't hold air.

Ask whoever made the determination that this damage was "only cosmetic" to please put that statement in writing "so that I'll have a record in case something happens". I bet their story will change real quick!